The buying process in a retail environment is triggered when consumers
recognise that they have an unsatisfied need. Especially when shopping for fun,
the decision to enter a particular store, how much time to spend inside, and to
buy or not to buy is heavily influenced by the shopping environment and its effect
on customers’ emotions. Consequently, a retailers design their shops so that
customers are attracted, locate merchandise easily, motivate unplanned
purchases, and offer a satisfying shopping experience (Levy & Weitz 2009). A
study found that 87% of Hungarian retailers consider the styles, colours and size
of their shop an important part of tactical marketing (Józsa, Bátor & Sassné
Grósz 1999). Understanding the effects of the shopping environment is therefore
of great importance.